Hiebing Explores: Seven Consumer Trends To Ignore...If You Want To Be Ignored

1,818 views

Published on

These trends reflect deep-rooted changes in consumer perception and behavior. They are influenced by the economy, the news of the day, technology, community and concern for the environment. They range from the deep longing for transparency to the hunger for self-sufficiency and more.

As marketers, understanding the role these trends play in influencing consumer behavior is critical to finding ways to help your brand grow.

Published in: Business, Self Improvement
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,818
On SlideShare
0
From Embeds
0
Number of Embeds
670
Actions
Shares
0
Downloads
159
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Hiebing Explores: Seven Consumer Trends To Ignore...If You Want To Be Ignored

  1. 1. Seven Consumer Trends to Ignore If You Want to Be Ignored. an integrated brand development and marketing firm
  2. 2. IT TAKES MORE THAN A GOOD PRODUCT TO INSPIRE BRAND DEVOTION.
  3. 3. IT TAKES MORE THAN A GOOD PRODUCT TO INSPIRE BRAND DEVOTION.
  4. 4.   You must also understand your consumers’ state of mind
  5. 5.   You must also understand your consumers’ state of mind   That state of mind is influenced by the world that surrounds them
  6. 6.   You must also understand your consumers’ state of mind   That state of mind is influenced by the world that surrounds them   And reveals itself in the shape of trends
  7. 7. TREND NOT JUST APPARENT, TRANSPARENT
  8. 8. TREND NOT JUST APPARENT, TRANSPARENT.
  9. 9.   Folks are angry NOT JUST APPARENT, TRANSPARENT.
  10. 10.   Folks are angry and highly distrustful NOT JUST APPARENT, TRANSPARENT.
  11. 11.   Folks are angry and highly distrustful of big business and government NOT JUST APPARENT, TRANSPARENT.
  12. 12.   A majority of Americans gave corporate America grades of NOT JUST APPARENT, TRANSPARENT.
  13. 13.   A majority of Americans gave corporate America D grades of NOT JUST APPARENT, TRANSPARENT.
  14. 14.   A majority of Americans gave corporate America D or F grades of for honesty and ethics NOT JUST APPARENT, TRANSPARENT.
  15. 15.   Only 3 NOT JUST APPARENT, TRANSPARENT.
  16. 16.   Only 3 in 10 Americans NOT JUST APPARENT, TRANSPARENT.
  17. 17.   Only 3 in 10 Americans think the “public good” is a strong factor in the choices of corporate leaders “Business Ethics in a Time of Economic Crisis,” Knights of Columbus/Marist College Institute for Public Opinion Research, February 2009. NOT JUST APPARENT, TRANSPARENT.
  18. 18. IMPLICATIONS } NOT JUST APPARENT, TRANSPARENT.
  19. 19. IMPLICATIONS }   Consumers demand transparency NOT JUST APPARENT, TRANSPARENT.
  20. 20. IMPLICATIONS }   Consumers demand transparency   Acknowledge consumer complaints and resolutions NOT JUST APPARENT, TRANSPARENT.
  21. 21. IMPLICATIONS }   Consumers demand transparency   Acknowledge consumer complaints and resolutions   Proactive customer service is more vital than ever NOT JUST APPARENT, TRANSPARENT.
  22. 22. IMPLICATIONS }   Consumers demand transparency   Acknowledge consumer complaints and resolutions   Proactive customer service is more vital than ever   If you make a mistake, be the first to fess up NOT JUST APPARENT, TRANSPARENT.
  23. 23. ONE COMPANY’S ANSWER:  The Footprint Chronicles, a Patagonia microsite, tracks the environmental impact of 10 products, including CO2 emissions and waste, and how Patagonia actively offsets them.
  24. 24. 2 TREND No. WE’RE ALL IN THIS TOGETHER
  25. 25. 2 TREND No. WE’RE ALL IN THIS TOGETHER.
  26. 26.   Consumers are refocusing on what is really important to them: WE’RE ALL IN THIS TOGETHER.
  27. 27.   Consumers are refocusing on what is really important to them: family and friends, WE’RE ALL IN THIS TOGETHER.
  28. 28.   Consumers are refocusing on what is really important to them: family and friends, their community, WE’RE ALL IN THIS TOGETHER.
  29. 29.   Consumers are refocusing on what is really important to them: family and friends, their community, and the greater good WE’RE ALL IN THIS TOGETHER.
  30. 30.   A New York Times/CBS News poll recently found Americans are spending more time with family and friends, WE’RE ALL IN THIS TOGETHER.
  31. 31.   A New York Times/CBS News poll recently found Americans are spending more time with family and friends, and nearly half of Americans WE’RE ALL IN THIS TOGETHER.
  32. 32.   A New York Times/CBS News poll recently found Americans are spending more time with family and friends, and nearly half of Americans were spending less time buying nonessentials and less money in stores and online “In Recession, Americans Doing More, Buying Less,” The New York Times, 1.03.10. WE’RE ALL IN THIS TOGETHER.
  33. 33.   The NeighborGoods program helps consumers save money by sharing tools they use only occasionally with neighbors and friends WE’RE ALL IN THIS TOGETHER.
  34. 34. IMPLICATIONS } WE’RE ALL IN THIS TOGETHER.
  35. 35. IMPLICATIONS }   Consumers are seeking simpler pleasures, memorable experiences and stronger relationships WE’RE ALL IN THIS TOGETHER.
  36. 36. IMPLICATIONS }   Consumers are seeking simpler pleasures, memorable experiences and stronger relationships   Build a community around your brand via social networks WE’RE ALL IN THIS TOGETHER.
  37. 37. IMPLICATIONS }   Consumers are seeking simpler pleasures, memorable experiences and stronger relationships   Build a community around your brand via social networks   Show how your brand fosters relationships WE’RE ALL IN THIS TOGETHER.
  38. 38. 3 TREND No. VAL-
  39. 39. 3 TREND No. - VAL-YOU.
  40. 40.   Consumers are becoming more self-reliant and self-sufficient VAL-YOU.
  41. 41.   Consumers are becoming more self-reliant and self-sufficient   They enjoy the satisfaction of learning new skills VAL-YOU.
  42. 42.   Consumers are becoming more self-reliant and self-sufficient   They enjoy the satisfaction of learning new skills   And take pride in providing well for loved ones VAL-YOU.
  43. 43.   Hobbies such as crafting are on the rise VAL-YOU.
  44. 44.   Hobbies such as crafting are on the rise “ History has shown that poor economic times have people staying home and ” doing DIY projects – Knitting entrepreneur Becca Smith VAL-YOU.
  45. 45.   The maker of Ball canning jars reported sales were up about 50% in 2008, VAL-YOU.
  46. 46.   The maker of Ball canning jars reported sales were up about 50% in 2008, a trend that has continued in 2009 “Preserving Time in a Bottle (or Jar),” The New York Times, 5.27.09. VAL-YOU.
  47. 47. IMPLICATIONS } VAL-YOU.
  48. 48. IMPLICATIONS }   Consumers are looking for partners to give them the tools, materials and inspiration to make things VAL-YOU.
  49. 49. IMPLICATIONS }   Consumers are looking for partners to give them the tools, materials and inspiration to make things   Opportunity abounds for brands that encourage learning and foster self-sufficiency VAL-YOU.
  50. 50. IMPLICATIONS }   Consumers are looking for partners to give them the tools, materials and inspiration to make things   Opportunity abounds for brands that encourage learning and foster self-sufficiency   Even consumers who don’t have skill or time appreciate the ability to customize products VAL-YOU.
  51. 51. PROVIDING VAL-YOU   Patrons who order a whole roasted chicken at L.A. restaurant Comme Ça go home with leftovers and everything else they need to make stock.
  52. 52. TREND CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  53. 53. TREND value CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  54. 54. value   Consumption is a hard tendency to break CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  55. 55. value   Consumption is a hard tendency to break   After cutting back sharply in 2008 and 2009, CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  56. 56. value   Consumption is a hard tendency to break   After cutting back sharply in 2008 and 2009, consumers long to free up the reins a bit CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  57. 57.   The money’s there. CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  58. 58.   The money’s there. Savings rates have risen from 1% January 2008 CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  59. 59.   The money’s there. Savings rates have risen from 1% January 2008 to 5% December 2009 CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  60. 60.   The money’s there. Savings rates have risen from 1% January 2008 to 5% December 2009   Consumers are itching to spend CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  61. 61.   The money’s there. Savings rates have risen from 1% January 2008 to 5% December 2009   Consumers are itching to spend   The National Retail Federation anticipates a 2.5% bump in 2010 retail sales CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  62. 62.   “Tech Upcycling” CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  63. 63.   “Tech Upcycling” means giving consumers the hello option to upgrade again devices they already own CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  64. 64.   “Tech Upcycling” means giving consumers the hello option to upgrade again devices they already own   Sony’s PS3 game system will soon offer free upgrades to accommodate 3-D games CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  65. 65. IMPLICATIONS } CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  66. 66. IMPLICATIONS }   Up your value to encourage consumers to open their wallets CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  67. 67. IMPLICATIONS }   Up your value to encourage consumers to open their wallets   When you force consumers to buy new every year or two, you incent them to find less costly alternatives CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  68. 68. IMPLICATIONS }   Up your value to encourage consumers to open their wallets   When you force consumers to buy new every year or two, you incent them to find less costly alternatives   Value is in the eyes of the beholder CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  69. 69. IMPLICATIONS }   Up your value to encourage consumers to open their wallets   When you force consumers to buy new every year or two, you incent them to find less costly alternatives   Value is in the eyes of the beholder   Consider durability, sustainability and tastiness as dimensions of value CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
  70. 70. TREND MORE HANDS ON THE WHEEL.
  71. 71. TREND MORE HANDS ON THE WHEEL.
  72. 72.   With consumer devotion come natural feelings of ownership and power MORE HANDS ON THE WHEEL.
  73. 73.   With consumer devotion come natural feelings of ownership and power   Consumers express views about “their brands” more often and effectively than ever before MORE HANDS ON THE WHEEL.
  74. 74.   When Tropicana removed its iconic orange and straw during a package redesign, loyal purchasers raised an uproar MORE HANDS ON THE WHEEL.
  75. 75.   When Tropicana removed its iconic orange and straw during a package redesign, loyal purchasers raised an uproar   A month later the original design was back in place MORE HANDS ON THE WHEEL.
  76. 76.   Backlash against companies can be quick and sharp MORE HANDS ON THE WHEEL.
  77. 77.   Backlash against companies can be quick and sharp   When word leaked that some H&M and Wal-Mart stores destroyed unsold clothes instead of donating them, MORE HANDS ON THE WHEEL.
  78. 78.   Backlash against companies can be quick and sharp   When word leaked that some H&M and Wal-Mart stores destroyed unsold clothes instead of donating them, a swift public outcry slammed the brakes on the practice MORE HANDS ON THE WHEEL.
  79. 79. IMPLICATIONS } MORE HANDS ON THE WHEEL.
  80. 80. IMPLICATIONS }   If you want consumer devotion you need to give up some control MORE HANDS ON THE WHEEL.
  81. 81. IMPLICATIONS }   If you want consumer devotion you need to give up some control   Relaxing your grip builds credibility and gives you additional brand insight MORE HANDS ON THE WHEEL.
  82. 82. IMPLICATIONS }   If you want consumer devotion you need to give up some control   Relaxing your grip builds credibility and gives you additional brand insight   Solicit input from your top customers, and then let others know what they said MORE HANDS ON THE WHEEL.
  83. 83. IMPLICATIONS }   If you want consumer devotion you need to give up some control   Relaxing your grip builds credibility and gives you additional brand insight   Solicit input from your top customers, and then let others know what they said   Consumers are talking about you, make sure you join the conversation MORE HANDS ON THE WHEEL.
  84. 84. TREND ENVIRO
  85. 85. TREND ENVIROMINDFUL.
  86. 86.   Consumers are increasingly aware of the impact of consumption ENVIROMINDFUL.
  87. 87.   Consumers are increasingly aware of the impact of consumption   As eco-friendliness becomes mainstream, ENVIROMINDFUL.
  88. 88.   Consumers are increasingly aware of the impact of consumption   As eco-friendliness becomes mainstream, almost everyone is taking at least a small step toward environmentalism ENVIROMINDFUL.
  89. 89.   A recent poll found that ENVIROMINDFUL.
  90. 90.   A recent poll found that 60% of those surveyed ENVIROMINDFUL.
  91. 91.   A recent poll found that 60% of those surveyed felt either a “great deal” or “a lot” of personal responsibility to protect the environment “Americans’ Attitudes Toward Environment Not Reflected in Actions,” Christian Science Monitor, 12.08.09. ENVIROMINDFUL.
  92. 92.   Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs ENVIROMINDFUL.
  93. 93.   Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs   Chalkboards at registers count how many customers bring in reusable mugs ENVIROMINDFUL.
  94. 94.   Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs   Chalkboards at registers count how many customers bring in reusable mugs   Every 10th customer with a reusable cup wins a free drink. ENVIROMINDFUL.
  95. 95. IMPLICATIONS } ENVIROMINDFUL.
  96. 96. IMPLICATIONS }   Think more broadly about long-term environmental cost versus short-term financial costs ENVIROMINDFUL.
  97. 97. IMPLICATIONS }   Think more broadly about long-term environmental cost versus short-term financial costs   If your brand has a strong story to tell, tell it—it earns you credibility ENVIROMINDFUL.
  98. 98. IMPLICATIONS }   Think more broadly about long-term environmental cost versus short-term financial costs   If your brand has a strong story to tell, tell it—it earns you credibility   Changes that are easy and relatively inexpensive, like reusable shopping bags, can catch on and spread quickly ENVIROMINDFUL.
  99. 99. TREND I WANT WHAT I WANT WHEN I WANT IT
  100. 100. TREND I WANT WHAT I WANT WHEN I WANT IT.
  101. 101.   Technology has made instant gratification commonplace, I WANT WHAT I WANT WHEN I WANT IT.
  102. 102.   Technology has made instant gratification commonplace, and consumers expect it in virtually all aspects of their lives I WANT WHAT I WANT WHEN I WANT IT.
  103. 103. 30%   More than I WANT WHAT I WANT WHEN I WANT IT.
  104. 104. 30%   More than of the people who visit a business for service expect instant attention I WANT WHAT I WANT WHEN I WANT IT.
  105. 105. 30%   More than of the people who visit a business for service expect instant attention—even if they don’t have an appointment I WANT WHAT I WANT WHEN I WANT IT.
  106. 106.   23% of shoppers in May 2009 preferred to spend more money if it saved them time I WANT WHAT I WANT WHEN I WANT IT.
  107. 107.   23% of shoppers in May 2009 preferred to spend more money if it saved them time   That jumped 5 points in June I WANT WHAT I WANT WHEN I WANT IT.
  108. 108. IMPLICATIONS } I WANT WHAT I WANT WHEN I WANT IT.
  109. 109. IMPLICATIONS }   Provide some form of instant gratification whenever possible I WANT WHAT I WANT WHEN I WANT IT.
  110. 110. IMPLICATIONS }   Provide some form of instant gratification whenever possible   If what you market can’t be delivered instantly, use social media to provide instant information or acknowledgment I WANT WHAT I WANT WHEN I WANT IT.
  111. 111. IMPLICATIONS }   Provide some form of instant gratification whenever possible   If what you market can’t be delivered instantly, use social media to provide instant information or acknowledgment   Examine all touchpoints to eliminate time barriers to transactions I WANT WHAT I WANT WHEN I WANT IT.
  112. 112. IN SHORT   Marketing is about building a relationship between brands and consumers
  113. 113. IN SHORT   Marketing is about building a relationship between brands and consumers   It’s about listening to what’s important to your target customers, understanding their needs and values and making an emotional connection
  114. 114. IN SHORT   Marketing is about building a relationship between brands and consumers   It’s about listening to what’s important to your target customers, understanding their needs and values and making an emotional connection   By understanding and listening to how consumers live, brands can inspire devotion
  115. 115. One Brand-Devotion Inspiring Call to Make If You Want Your Brand to Be Recognized. (608) 256-6357 hiebing.com

×